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Exam 19: Pulling It All Together: The Strategic Marketing Process

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Question 51

Multiple Choice

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Which of the following is a guideline for developing effective marketing plans?

A) Rely on intuition and experience.
B) Create complex plans that leave nothing to chance.
C) Set qualitative goals only.
D) Incorporate all the key marketing mix factors.

E) B) and D)
F) All of the above

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Question 52

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When using share points to make marketing resource allocation decisions,marketing managers must estimate all of the following EXCEPT:

A) corporate return on investment.
B) market share for the product.
C) revenues associated with each point of market share.
D) the contribution to overhead and profit (or gross margin) of each share point.

E) B) and C)
F) A) and B)

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Question 53

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The information needed in market product focus and goal setting,Step 2 of the planning phase,includes: 1) __________,2) market-product grids with targets,and 3) positioning studies.

The actions taken during market product focus and goal setting,Step 2 of the planning phase,include: 1) __________,2) select target markets,3) find points of difference,and 4) position the product.

Which of the following is NOT traditionally a responsibility of a product or brand manager?

Vancity is Canada's largest credit union.It has a clear statement of _________________ which includes the concepts of integrity,innovation,and responsibility.

Which of the following pieces of information is used in the implementation phase of the strategic marketing process?

WestJet was founded by four Calgary entrepreneurs in which year?

Loving Care Pets manufactures food for dogs,cats,rabbits,and gerbils,specifically created for pets under three months of age.In terms of the market-product grid framework,adding a line of pet food for mature dogs,cats,rabbits,and gerbils will give a _____ strategy that will provide Loving Care Pets with relatively high economies of scale in marketing.

What was the decline in purchases of baking mix in US households between 2000 and 2004?

In the early 1900s,Henry Ford revolutionized the automobile industry by developing production lines and mass producing the Ford Model T automobile.By reducing production costs,Henry Ford,Ford made the Model T quite affordable for the average American family.What business strategy did Henry Ford use to gain a competitive advantage in the automobile market?

Based on relative competitive scope (broad target to narrow target) and source of competitive advantage (lower cost to differentiation) ,Porter's four generic business strategies are cost leadership,cost focus,differentiation focus,and:

Ingram Micro is the biggest computer wholesaler in the world.It has two divisions.One provides supplies for companies that manufacture computer products,such as IBM and Microsoft.To them it sells motherboards,monitors,etc.The other has been developed to serve the needs of the resellers and retailers who sell computers to businesses and individual customers.To them,it sells user-ready computers.Ingram Micro uses a simplistic version of what kind of organizational structure for marketing?

The actions taken during the evaluation phase of the strategic marketing process include: 1) __________ and 2) correct negative deviations; exploit positive ones.

A marketing manager uses management by exception to:

TB Figure: 1 -Referring to TB Figure 1,each phase of the strategic marketing process creates its own unique type of output report.Which of the following would be associated with the evaluation phase?

What profit enhancement option strategies might an automobile manufacturer use to decrease expenses?

In considering both the effectiveness of (1) a marketing plan,and (2) its implementation,the "disaster" combination is:

The Molson-Coors merger created the fifth largest brewing company in the world.It also created:

The BCG or Boston Consulting Group is probably best known for its: